Let’s Get Snacking: Back-to-School and Holiday with Amazon Ads  

The appetite for snacks and sweets is on the rise around back-to-school and the holiday seasons. According to a 2022 InMobi survey, 38% of back-to-school shoppers said they spent more on snacks in 2022 compared to 2021. Shoppers also spent 7.8% more on holiday groceries in 2022 than they did in 2021 according to the National Retail Federation. As grocery brands prepare for 2023’s back-to-school and holiday seasons, Christian Hagedorn will shine a light on all things snacks and sweet treats in this session! Attendees will go home with actionable takeaways, from exclusive shopping insights to marketing tips on driving brand growth in the current economic environment that will enable them to engage audiences throughout their shopping journeys from discovery to purchase. Christian will also discuss how brands can gauge the holistic impact of their back-to-school and holiday campaigns both on and off Amazon with our unique measurement solutions.


May 24 2023


10:00 am


Insights Stage


  • Andrea Steele
    Andrea Steele
    Director of Amazon B2B & On Demand Retailers, The Hershey Company

    Andrea Steele is director of Amazon, B2B and on demand at The Hershey Company, where she is responsible for commercialization and strategic direction setting and driving demand for Amazon, GoPuff and on demand retailers (e.g., Doordash, UberEats). She also leads the digital strategy and execution for B2B, which includes managing operations of a direct-to-customer transactional site, building online distributor relationships and setting up supporting digital capabilities such as content and CRM.

  • Christian Hagedorn
    Christian Hagedorn
    Head of Snacks and Confectionery, US Grocery, Amazon Ads

    Christian Hagedorn is the head of U.S. Snacks and Confectionery at Amazon Ads. In his seven years at Amazon, Christian has led and overseen advertiser strategy to support planning, activation and measurement of full-funnel marketing investment across Amazon Ads. He is passionate about helping brands fuel omnichannel sales growth and connect with relevant audiences across multiple touchpoints. Prior to joining Amazon Ads, Christian held multiple positions at Google and YouTube.

  • Jay Klein
    Jay Klein
    Founder, The PUR Company

    Jay Klein founded The PUR Company in 2010. A natural entrepreneur who started his business journey at a young age by selling candy out of his backpack, he developed a passion for creating healthier products that don’t compromise taste or quality. With a focus on making simple substitutions and promoting a healthier lifestyle, the company has become the #1 aspartame-free gum brand worldwide and has expanded its product line to include mints and popcorn. Jay’s vision and hard work have been recognized with numerous awards, including Canada’s Top 40 Under 40 and Ernst and Young’s Entrepreneur of the Year. The PUR Company has also been recognized as one of Deloitte’s Best Managed Companies and Canada’s Most Admired Corporate Cultures.